Chapter 3: Best Practices in Digital Video
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Digital Video & the Future of News Chapter 3: Best Practices in Digital Video 3 Best Practices in Digital Video Content and Placement Best Practices Now that you’ve seen the importance of digital video in the spectrum of content available to consumers, what are the best steps to leverage it for your brand? 1. Think Bigger than News According to the video team at CNN.com, hard news drives our agenda, but just focusing on the day’s news stories would not be sufficient for us to reach our goals. Mixed in with the top stories is a large amount of counter-programming featuring video stories we believe will garner a large audience and have the potential to go viral through social media. 2. Update as Often as Possible CNN shoots for hourly updates with our videos. While that may not be possible for you, you should avoid leaving the same videos posted in the same parts of your sites all day. 3. Broaden Your Sources CNN.com’s video team has multiple sources from which to pull video—our domestic CNN network, CNN International, HLN programming, affiliate partners, even videos trending online from other sources. Our programmers look for the right mix from all these sources to create a compelling digital video experience. 4. Consider an Original Video Team We employ a dedicated team to create original video just for CNN.com. Content can be pegged to ongoing news stories or be completely independent with the purpose of generating viewer interest. The video also can be created to provide sponsorship opportunities which can defray the cost of the original video team. 5. Don’t Just Post, Track You can’t just post a video and forget it. CNN tracks the performance of all our videos in real time and we replace those that are underperforming. Think of it as a video having to “earn” its place on the site. ! Some services to help track video performance: ! • Omniture — Adobe’s enterprise-level web analytics software used by many large publishers to monitor the performance of video and other assets • Chartbeat — Another web analytics suite that focuses on real-time monitoring. Current users include CNN, Gannett, NBC Universal and Al-Jazeera • Google — Beyond its basic tools Google offers many more services that give insight into how users are consuming and sharing your content 6. If Content is Doing Well, Reward It As CNN monitors our video content, those stories that are exceeding expectations are moved to more prominent positions on the site to further increase their visibility and find a larger audience. Too often news sites have a rigid structure that makes it hard to reward well-performing content. 7. Best Video Content In the words of the CNN.com video team, “Look for a video with a moment that gives you goosebumps.” A welcome home surprise A story where the user is in Videos with compelling involving a service member. on a secret that eventually is visuals, such as those revealed (e.g. an elaborate involving surveillance or marriage proposal). things caught on camera. Not surprisingly, videos Various other topics such involving animals. as underwater, aviation and space. What doesn’t work well? Stories where News involving General “good people are bullied or people being news” stories that taken advantage of. seriously injured or don’t otherwise maimed. have a compelling element. 8. Think About Supporting Content It’s not enough just to have good video. You also need to make sure that the content that describes and supports the video is compelling as well: Edit off anchor tosses and getting directly to When promoting, try to make a game out the meat of the story. You have at most 15 of what is teased, challenging the reader seconds for a viewer to be engaged before to click: “Where did your college end up he or she clicks off somewhere else. on the list of best schools? Click here to find out.” Craft good headlines to attract viewers and Select a good video thumbnail that will make sure the video pays off what got hook viewers and make them want to them to watch. click and play. 9. Consider the Mobile Experience As has been stated, the smartphone and tablet audience is expanding rapidly. Assume a large number of your video views, probably more than half, will come from mobile. Make sure that your teases, thumbnails and other supporting content work well for these devices. ! In short, be brief and to the point. Marketing Digital Video In addition to promotion on your own site, the two most important means to get people to your videos are proper SEO, and an aggressive push on social media. SEO: Search Engine Optimization To capitalize on the incredible content catalog that search engines produce literally every millisecond, your site and all its content has to be optimized for the search engines to read. SEO≠SEM Many people confuse SEO, search engine optimization, with SEM, search engine marketing. While a very important part of your marketing mix, SEM is a part of your media plan. SEO is built into the inherent structure of your site, pages and stories, to make them more transparent to search engines, driving them higher on search results pages. SEO SEO≠SEM Many people confuse SEO, search engine optimization, with SEM, search engine marketing. While a very important part of your marketing mix, SEM is a part of your media plan. SEO is built into the inherent structure of your site, pages and stories, to make them more transparent to search engines, driving them higher on search results pages. SEM Tips for Better SEO If there is an an option to add descriptive If a video falls into a certain category, text within the video player itself, add as say politics, listing all videos on that much as possible. Remember, search topic on a single page will help search engines cannot “see” the video, so they engines find them better. rely on text descriptions of what is in it. Each video needs its own unique page Other information on the page that with its own URL, even if it is embedded in describes the video needs to be another page with many videos. Most optimized for search, too. Elements such video player software can generate these as video title, description, names of discrete URLs. people involved, all help a search engine categorize a video. Even more powerful and immediate than SEO, social media has redefined how to promote digital video to an interested audience. Social Media & News Similarities ! Both have moved to being Both are geared towards • • consumed on smartphones a publishing “updates” or other majority of the time news-like information blurbs ! Both update frequently so users • Video is a very effective and viral often check back several times • type of content on both per day Social Platforms for Video Focus your attention on these platforms in this order: Twitter Facebook Instagram & Vine best fit for news updates The largest reach with Good for iconic images and retweets, now offers many shares, videos can and brief video teases, native video that plays also play here inline. as well as behind-the- inline. scenes shots. LinkedInUser polls & Google+ Others For SEO purposes only Not particularly well suited for video but worth watching and experimenting. Selling Through Social Two things sell digital video through social media: effective writing of teases and a compelling thumbnail image. Writing Strong Video Teases Social media is a busy, crowded landscape. You have to find a way to stand out, and give the user a reason to click: Use leading language to make the Give a specific reason the user reader want to see what happens needs to look at the video in the video—“A wrong-way driver —“Witness the biggest shark leads police on a mesmerizing ever filmed.” chase.” Writing Strong Video Teases Social media is a busy, crowded landscape. You have to find a way to stand out, and give the user a reason to click: If the video’s strength is emotion Don’t sensationalize what already then carry that emotion into the is dramatic or shocking. For tease—“What she did when she example, “The reason this little saw her son will make you cry.” girl killed her friend will shock you,” is redundant. The fact that a little girl is a murderer is shocking already. Instead try, “A 9-year-old girl stands accused of murder. See her plead her case.” Choosing Strong Thumbnails As much as the tease, a strong thumbnail image can make a user click on a video. Some tips for selecting the right thumbnail: The image needs to be bold, and large If possible, the image should reflect the enough to be seen at a very small size. Avoid meat of the story, like a still photo that wide shots or dark scenes. would accompany the story. Avoid showing an image from the key Never show the anchor on set or reporter scene in the thumbnail that would give as the thumbnail. away too much and not cause the user to feel he or she needs to click through. Other Social Media Best Practices Our web and digital video producers have these tips for better use of social media to promote video: ! • Keep videos that play inline on social media short—less than 1:00 and shorter than :30 when possible. • People watch more digital news video in the evenings so step up your social promotion at night, particularly after 9:00 • Post breaking news video on social as soon as it is available.